Episode 80: Amy Lukas, Cameron Smith, Molly Mazzolini; Co-Founders; Infinite Scale

Makers of Sport® Podcast

"In the environment, things need to be simplified, they need to have a quick read. You scale things very differently in environmental graphics than typical graphic design applications."

Amy Lukas, Cameron Smith and Molly Mazzolini—co-founders & creative partners of Infinite Scale—join the show to tell the story of their environmental design firm.

The three partners give us a view into their individual backgrounds and tell the story of how they met and what led to eventually founding their own design firm.

Cameron & Amy discuss how they landed their first major project for a the NFL and shares a bit about their design and pitch process, including assessing a city and the opportunity for design.

Additionally, Molly shares how they approach branding from a strategic and relationship perspective; as well as explains what a brand activation is.

Amy gives us some insight into their work culture and why it is very important to growing and sustaining a reputable design firm.

Lastly, we discuss ReScale; the green initiative of recycling and repurposing one-off environmental assets into other products.

Mentions Include:

• Infinite Scale's Twitter
• Infinite Scale
• Utah Jazz uni unveiling
• College Football Playoff by Pentagram
• Sports Business Journal article on CFP Playoff design
• 2016 NHL All-Star Identity by Fanbrandz
• Paul Conway, NHL CD
• Hatch Show Print
• Kyle Field wayfinding signage
• Populous, Kansas City
• University of Cincinnati DAAP
• ReScale
• NHL Green
• The Green Sport Alliance

The next podcast will be a crossover episode. Sean Callanan, founder of SportsGeek, and I are collaborating on an episode that appear on both podcasts. A part 1 & 2 split between two brands.

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